Samsung Electronics Vice Chairman and co-CEO Han Jong-hee on AI-Powered Appliances and How To Meet Consumer Expectations

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Samsung Electronics Vice Chairman and co-CEO Han Jong-hee acknowledged that the company’s advancements in artificial intelligence (AI)-driven home appliances still fall short of the rising demands from tech-savvy consumers. During a press event at the IFA trade show in Berlin on Saturday, Han expressed that while Samsung has made strides, there is a significant gap between what consumers expect and what their products currently deliver. He emphasized that Samsung’s offerings are only about 30% of the way toward meeting customer expectations, which he estimated to be at a level of 100.

Han highlighted 2024 as the beginning of a major shift toward AI-powered appliances but acknowledged that it would take time to fully satisfy what he called “extremely high” consumer standards. Among the key areas of focus, he singled out security as the primary concern in ensuring the successful implementation of AI technologies in the home.

With the theme “AI for All,” Samsung’s showcase at the IFA event included a variety of appliances and services designed to enhance connectivity. The spotlight was on security improvements, such as the integration of Knox data security technology, as well as voice-activated controls for easier device management.

Han remarked that the potential for AI expansion is limitless, and future innovations would focus heavily on personalization to better address consumer needs and frustrations. Rather than simply embedding AI in every device, Samsung’s approach is now centered on how appliances can communicate with one another to create a highly individualized user experience. This connected approach will span across all of the company’s products, from smartphones to televisions and home appliances.

As part of this transformation, Han hinted that new Samsung appliances would feature advanced screens and hinted at the introduction of innovative designs, particularly in washing machines. He noted that the company’s previous focus on achieving “world’s first” or “world’s best” accolades has shifted toward prioritizing the overall consumer experience.

When asked about rumors surrounding Samsung’s interest in acquiring Nokia’s mobile business, Han refrained from giving a definitive response, citing various factors that influence such large-scale business decisions. He did, however, suggest that Samsung is exploring new ventures, particularly in the energy and medical sectors, as the company seeks to innovate in areas beyond traditional home appliances.

Han likened the current technological shift in home appliances to the global transition from internal combustion engines to electric vehicles. He stated that Samsung is actively researching and developing new technologies to drive change and bring about the next generation of home appliance innovations.

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